How Does Content Intelligence Improve Marketing?

Organizations are spending more time and resources to create content. Yet many are stuck within the realm of meticulously obsessing over vanity metrics and never learning what truly works. 

This leaves marketing teams confused and unable to adapt and prove their contribution to the company’s bottom-line results. 

That’s where content intelligence can help. At its core, content intelligence allows you to understand the effectiveness of content and how every piece of content ties together to build your customer journey. 

Content intelligence helps you to optimize your content strategy and operations through the data collected. In this guide, we’ll cover how content intelligence works, why it’s important, and the tools that can help you succeed with it. 

How Can AI Help In Content Generation Strategy?  

There’s no doubt that artificial intelligence has disrupted the content marketing space. AI platforms like Scalenut and ChatGPT have become valuable assets for brainstorming topics and ideas. 

You’ll receive a first draft of your blog post or any other written copy within a few minutes. 

Here are some ways that AI can help with your content generation strategy: 

Accelerate Content Publishing

While AI still requires a human touch to add emotion and in-depth editing to create a truly compelling piece of copy, AI and machine learning are great for getting rid of writer’s block. Just tell the AI what you’re looking for, and you’ll instantly receive unique ideas to write about. 

Copy Improvements

The right content marketing strategy requires continual feedback to see what’s working and what’s not. AI tools analyze user behavior, such as the most visited pages and the channels or formats with the highest engagement. 

Competition Analysis

Every business is looking for gaps in its competitors. In the case of content, you can use AI to spy on your competitors and find invaluable information. This includes who they’re targeting, the keywords they’re ranking for, their strategies, and how your content compares to your competitors. 

For example, a tool like Scalenut provides statistics of content from your competition, such as the word count, content grade, and the number of images and heading within blogs. 

What Is Content Intelligence? 

Content intelligence uses software that leverages AI and ML to conduct market research about how any content that marketers put online will perform. This helps marketers to create content strategies that perform well consistently. 

Furthermore, content intelligence also helps optimize your current content strategy by giving you inputs on how and what to improve.

How Does It Work? 

There are three components that make content intelligence tools work: 

• Machine learning helps identify patterns, analyze the tone of your content, and make decisions based on data
• Natural learning understanding (NLU) to determine the goal of your content and have it directed to the relevant topic
• Natural language generation to develop and curate content so it flows seamlessly for an optimal customer experience 

Additionally, there are three primary steps to how the content intelligence platform delivers insights to its users: 

1. Data Collection: Companies leverage a content intelligence platform to collect data on how content affects their audience behavior. The data gathered is crucial in determining your content’s performance. 
2. Data Analysis: The platform will automate the analysis process by reviewing customer information to find the right content for your audience. It’ll even track competitors, such as looking at the search volume of a keyword to predict the ROI of a potential content piece. 
3. Insight Generation: These platforms can offer data-driven suggestions for optimizing your content and which content pieces to share. For example, some tools may provide easy-to-rank keywords that your competitors haven’t ranked for. 

How Content Intelligence Helps Improve Content Marketing

Content intelligence helps your marketing team meet its goals by providing insights you may not otherwise have. It removes the guesswork from content creation, allowing you to invest in effective strategies that you know will work.

Now, let’s discuss the ways through which content intelligence can take your content to the next level based on real-world insights: 

Optimizes Your Content 

90.63% of web pages don’t receive organic traffic from Google, meaning optimizing your content to receive visitors is more important than ever. 

One of the primary advantages of content intelligence is that it provides insights before creating content. The artificial intelligence technology pulls real-time data, allowing you to view emerging trends and create content your audience wants to read. 

For example, your content intelligence platform can provide key information such as: 

• Quality keywords 
• Headline suggestions 
• Outline suggestions 
• Potential links 
• High-converting content formats 

Increases Your ROI 

Ultimately, everything boils down to your return on investment. 

Content intelligence helps boost your ROI to avoid wasting your valuable resources on SEO content that doesn’t drive traffic. 

Instead, content intelligence platforms can predict ways to maximize the impact of your content and improve your return. 

Delivers More Targeted Personalization 

It’s hard to gear your entire research and marketing toward a singular demographic. 

However, customer intelligence tools help you personalize your content to your primary demographic. They can use data insights you’ve collected over each relationship to communicate your message on a more human level. 

For example, Smartwriter lets you automatically personalize cold outreach messages by combining proven templates with data about the lead. This deadly combo makes for higher response rates. 

Benefits of Content Intelligence 

With content intelligence, you’re gaining intel into the effectiveness of every piece of content, so you can better attract and engage potential customers. Here are the primary benefits of content intelligence: 

#1. Provides Powerful Customer Data 

Think about the data your customers leave behind when interacting with your brand. Every like, comment, click, conversion, or unsubscribe matters. However, many marketers still fail to track and gather meaningful insight from this data properly. 

Content intelligence helps you collect all the clues and traces to connect with your target audience on a deeper, more powerful level. 

That means you’ll learn about: 

• How your customers behave on your website 
• Their engagement and interaction with specific content types
• Their content preferences 

With powerful and granular customer data, you can produce content that specifically addresses the needs of your audience.

#2. Empower Content Teams to Improve Work Quality

Content intelligence software can analyze your content and measure it based on industry standards, then provide an objective content score. 

The goal is to provide project managers, content strategists, writers, and editors the insight to boost performance to engage their audience and rank higher in search engines. 

Many content intelligence tools use natural language generation to provide recommendations on improving their copy to meet those standards. 

Over time, writers become more competent at creating content that answers their audience’s burning questions and satisfies Google’s search engine requirements. 

#3. Brainstorm Better Content Ideas 

One of the primary challenges marketers face when creating content is deciding what to write about. Content ideas shouldn’t be just based on a creator’s gut feeling or basic keyword research. 

Instead, advanced content intelligence software can help marketers identify the current trends in the marketplace. As a result, they can find the right topics based on the market’s sentiment and tailor content to a specific target audience. 

They can also select keywords that specifically attract their desired audience and decide how to present their ideas best. 

Content Intelligence: Challenges

#1. Filtering Through Inaccurate or Non-Useful Data 

When gathering insights, you’ll need to filter out any inaccurate data. 

Suppose you’ve received a spike in traffic or leads from an international audience outside your ideal targeted persona. In that case, the data may misdirect you to believe that your content resonates with the right people. 

Fixing these issues is difficult unless you use content intelligence software. Some AI content tools offer a lead scoring system that identifies the content that leads to purchase interest. 

Here’s another example; you can track whether your bottom-of-the-funnel content is leading to converting or not. By understanding where your leads took action, you can decide whether the content was truly effective. 

#2. Translating Content Data into Better Customer Outcomes 

Knowing what to do with the data you’ve gathered is another challenge. Too often, marketers will focus on the data itself without drawing actionable insights from it. 

You should always be answering the question, “How does this piece of data help me understand my customer base better?” 

With machine learning and AI, you can leverage data into real improvements to your customer experience. AI can analyze patterns to provide recommendations to your copy and content so that you’re specifically addressing your customers’ needs. 

Best Content Intelligence Platforms

If you’re ready to level up your content marketing efforts, you can drastically save time and improve your results with content intelligence software.

Below we’ve reviewed the four best content intelligence platforms available in the market: 

#1. Smartwriter

Smartwriter is a software dedicated to automating the cold outreach process by personalizing every new interaction for you. 

No matter their channel, they offer contextualized pitching methods to break the ice and improve response rates from cold leads. 

Here’s how Smartwriter works: 

• Automate Hours of Research: Automates research by gathering vital information and data about your leads
• Send Personalized Emails: Create punchy and personalized cold outreach messages for backlinks or sales at scale 
• Increase Reply Rates: Comes with customized templates proven to increase reply rates and convince your prospects to take the desired action 

#2. Inpowered

Inpowered is a smart analytics platform that measures and helps you find your best-performing content. You can set a goal, such as driving website action, subscriptions, or engagement, and this content intelligence software will measure each content to your desired goal. 

The AI will test the various content and copy across different variables. Over time, it’ll learn how to display the right content in front of your audience at the right time. 

For example, if a visitor scrolls down a product page but doesn’t click on the buy now after a minute, you may want to put an exit intent pop-up. 

#3. Copy.ai

Copy.ai is a copywriting content intelligence platform designed to create first-draft copy for writers. 

First, you’ll choose the type of copywriting project, such as blogs, social media ads, or email newsletters. You’ll then provide a bit of content to Copy.ai, such as telling it a few sentences describing what the copy is about and who it’s intended for. 

Then the AI content generator will offer multiple options to choose from. Once you receive the content, you can edit, polish, or run the AI program again to fine-tune the copy. 

#4. Scalenut

Scalenut is a full-stack content intelligence platform guiding you every step of the way. From brainstorming content ideas to building comprehensive briefs to content creation, Scalenut helps you write first-draft copy in minutes. 

With a single keyword, the platform helps you plan content to help you rank higher. It’ll tell you the various key terms to include and questions to answer from Google, Quora, Reddit, and other popular sites. 

With a click of a button, you’ll get unlimited fresh content ideas, giving you an unfair advantage over your competitors. 

Wrapping Up

Content intelligence can improve your marketing efforts by providing valuable insights into audience behavior and preferences, identifying untapped topics in your industry, and optimizing content for search engines. 

Utilizing tools such as natural language processing and machine learning, content intelligence can help companies create more effective and personalized marketing campaigns that drive better ROI. 

Content intelligence helps you stay on top of content trends that gives you an edge over your competitors, which helps you gain better and high-paying customers.